Blue Ocean Strategy Development for FMCG Company: Russian Confectionary Factory Case-Study

This article is devoted to the comparatively new approaches of strategic management implementation for the confectionary business. Russian confectionary factories have to work in highly competitive environment with great amount of international and domestic competitors that occupy major share of market. the authors suggest that in these terms the best way for the business is to avoid competition by implementing Blue Ocean strategy, which idea was offered by Kim and Mauborgne (2004). For strategy development the authors conducted the research that included confectionary market research and competitors research and offered the new product that would better satisfy the customers requirements and suggest additional benefits for the consumers. This strategy would obviously let the company create a Blue Ocean on the confectionary market and let the company go out from the competition. The research was made for Russian confectionary factory Concern Babaevskiy.